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TRANSFORMATIVE CONSUMER RESEARCH
FOR PERSONAL AND COLLECTIVE WELL-BEING
TRANSFORMATIVE CONSUMER RESEARCH
FOR PERSONAL AND COLLECTIVE WELL-BEING

Edited by
David Glen Mick
University of Virginia

Simone Pettigrew
University of Western Australia

Cornelia Pechmann
University of California, Irvine

Julie L. Ozanne
Virginia Tech
Routledge Routledge
Taylor & Francis Group Taylor & Francis Group
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New York, NY 10017 Hove, East Sussex BN3 2FA
© 2012 by Taylor & Francis Group, LLC
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Printed in the United States of America on acid-free paper

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To all researchers dedicated to improving well-being
 Contents

Foreword: Consuming and Evolving xi

Mihaly Csikszentmihalyi
Preface xv
Editors xix
Contributors xxi
Reviewers xxv

I. Declaring and Projecting Transformative Consumer Research 1

1. Origins, Qualities, and Envisionments of Transformative
Consumer Research 3
David Glen Mick, Simone Pettigrew, Cornelia Pechmann, and Julie L. Ozanne
2. Foundational Research on Consumer Welfare: Opportunities for a
Transformative Consumer Research Agenda 25
Alan R. Andreasen, Marvin E. Goldberg, and M. Joseph Sirgy
3. Activism Research: Designing Transformative Lab and Field Studies 67
Brian Wansink
4. Sensitizing Principles and Practices Central to Social Change
Methodologies 89
Julie L. Ozanne and Eileen Fischer

II. Economic and Social Issues 107

5. Conducting Transformative Consumer Research: Lessons Learned in
Moving From Basic Research to Transformative Impact in Subsistence
Marketplaces 109
Madhu Viswanathan
6. Transformative Consumer Research in Developing Economies: Perspectives,
Trends, and Reflections From the Field 131
Clifford J. Shultz, II and Stanley J. Shapiro
7. Hope and Innovativeness: Transformative Factors for Subsistence
Consumer-Merchants 151
José Antonio Rosa, Stephanie Geiger-Oneto, and Andrés Barrios Fajardo

vii
viii CONTENTS

8. Discrimination and Injustice in the Marketplace: They Come in All Sizes,

Shapes, and Colors 171
Jerome D. Williams and Geraldine Rosa Henderson

III. Technological Edges 191

9. Internet Indispensability, Online Social Capital, and Consumer
Well-Being 193
Donna L. Hoff man
10. Social Media for Social Change: A Transformative Consumer Research
Perspective 205
Robert V. Kozinets, Frank-Martin Belz, and Pierre McDonagh
11. Quality of Virtual Life 225
Thomas P. Novak

IV. Materialism and the Environment 247

12. What Welfare? On the Definition and Domain of Transformative Consumer
Research and the Foundational Role of Materialism 249
James E. Burroughs and Aric Rindfleisch
13. Sustainable Consumption and Production: Challenges for Transformative
Consumer Research 267
Pierre McDonagh, Susan Dobscha, and Andrea Prothero
14. From Profligacy to Sustainability: Can We Get There From Here? Transforming
the Ideology of Consumption 283
William Kilbourne and John Mittelstaedt

V. Enhancing Health 301

15. Tackling the Childhood Obesity Epidemic: An Opportunity for
Transformative Consumer Research 303
Sonya A. Grier and Elizabeth S. Moore
16. Processing and Acting on Nutrition Labeling on Food: The State
of Knowledge and New Directions for Transformative Consumer
Research 333
Klaus G. Grunert, Lisa E. Bolton, and Monique M. Raats
17. Transformative Consumer Research for Addressing Tobacco and
Alcohol Consumption 353
Cornelia Pechmann, Anthony Biglan, Joel W. Grube, and Christine Cody
18. Using Behavioral Theory to Transform Consumers and Their
Environments to Prevent the Spread of Sexually Transmitted
Infections 391
Martin Fishbein and Susan E. Middlestadt
 CONTENTS ix

VI. Consumer Finances 411

19. Addition by Division: Partitioning Real Accounts for Financial
Well-Being 413
George Loewenstein, Cynthia E. Cryder, Shlomo Benartzi, and Alessandro Previtero
20. Understanding Consumer Psychology to Avoid Abuse of Credit Cards 423
Dilip Soman, Amar Cheema, and Eugene Y. Chan
21. Employee Retirement Savings: What We Know and Are Discovering for
Helping People Prepare for Life After Work 445
Punam Anand Keller and Annamaria Lusardi

VII. Other Risky Behaviors and At-Risk Consumers 465

22. A Model of Self-Regulation: Insights for Impulsive and Compulsive
Problems With Eating and Buying 467
Ronald J. Faber and Kathleen D. Vohs
23. Gambling Beliefs Versus Reality: Implications for Transformative
Public Policy 485
June Cotte and Kathryn A. LaTour
24. Porn 2.0: The Libidinal Economy and the Consumption of Desire in the
Digital Age 499
Julie M. Albright
25. Neuroscience and Addictive Consumption 523
Ab Litt, Dante M. Pirouz, and Baba Shiv
26. Toward a Process Theory of Consumer Vulnerability and Resilience:
Illuminating Its Transformative Potential 543
Stacey Menzel Baker and Marlys Mason
27. Consumer Well-Being in Later Life 565
Simone Pettigrew and George Moschis

VIII. Family Matters 583

28. Effective Parenting to Prevent Adverse Outcomes and Promote Child
Well-Being at a Population Level 585
Ronald J. Prinz
29. Family Time in Consumer Culture: Implications for Transformative
Consumer Research 599
Amber M. Epp and Linda L. Price

IX. Enriching Behaviors and Virtues 623

30. The Nature and Effects of Sharing in Consumer Behavior 625
Russell Belk and Rosa Llamas
x CONTENTS

31. Resilience and Consumer Behavior for Higher Quality of Life 647
Salvatore R. Maddi
32. Can Consumers Be Wise? Aristotle Speaks to the 21st Century 663
David Glen Mick and Barry Schwartz

Epilogue: Suggestions for the Future 681

Donald R. Lehmann and Ronald Paul Hill
Author Index 689
Subject Index 719
 Foreword
Consuming and Evolving

Like it or not, we are all consumers. Life is only possible because of consuming; every life-form
must take in energy—sunshine, water, and minerals—to survive and reproduce. Humans are no
different from plants or other animals in this respect. In fact, our species has developed into a
superconsuming life-form. It can be said that what made us human—what allowed us to build
pyramids and cathedrals, write symphonies, and develop scientific theories—is precisely the fact
that we have been able to stimulate an upward spiraling demand for new knowledge, new artifacts,
and new lifestyles.
Of course, like any strength pursued too far, our inclination to never be satisfied with what we
have—our desire for more powerful technologies and more coddling lifestyles—has its dark side.
Just over 50 years ago, the social philosopher Hannah Arendt (1958) warned us with impeccable
farsightedness that our species, left clueless as to what it should do or aspire to do, was in danger
of “consuming the world” out of listless boredom (p. 133). Year by year, her dystopic vision seems
increasingly prophetic.
Is the doom of the human race to eat up the resources needed to keep alive the spark of life on
this planet? The possibility is not too far-fetched, especially as the entire population of the earth is
slipping into a daydream in which it is entitled to a life of effortlessness and waste formerly open
only to nabobs, high priests, and other potentates. Almost 3,000 years ago, Emperor Mu Wang of
China (ca. 985–907 BCE) paid a handsome salary to an engineer who was supposedly capable of
building a self-propelled chariot, possibly one that could also fly. Yet, all the treasures of the Orient
could not succeed in fulfi lling the emperor’s dream, one that any able-bodied person with no credit
and no cash can now fulfill. What will happen to all of us when the present 1.3 billion Chinese are
able to attain what eluded Mu Wang?
Yet, the doom is not foreordained. We have learned in the past decades that what will happen
in the future is increasingly the function of human choice. Whereas past generations could resign
themselves to blame the will of gods or demons or emperors, we are getting to realize that, by and
large, it is our own choices today that will determine what tomorrow will bring. Biological evolu-
tion has been shaped in the past by external events, including ecological changes, variations in
prey–predator ratios, and competition between phenotypes that were more or less adapted to the
natural environment. After the first tools were developed around 12,000 years ago, human societies
exploded into the plethora of things that became the bedrock of the first urban revolutions. Ever
since, the future of humankind has been increasingly determined by cultural, rather than biologi-
cal, evolution.
The gods that people worshipped, the languages they spoke, the weapons they forged, the
kind of families they lived among, and the rulers they endured were all chosen or permitted by

xi
xii FOREWORD

themselves—our ancestors. Most of the time they did not do so consciously, but rather, they fol-
lowed the cultural script of their society. As the British biologist Richard Dawkins pointed out, it
is the memes transmitted from one generation to the next, rather than the genes we carry in our
chromosomes, that increasingly shape our future (Dawkins, 1976). In other words, we have come to
realize that the responsibility for the future of the world is in our own hands. What kind of a world
do we want to make and consume?
The act of consuming, which can be defined as the breaking down of natural or manmade struc-
tures to satisfy biological or cultural urges, is among the farthest reaching of human activities.
What food we eat, what house we buy, what car we drive, and what leisure we engage in as neigh-
bors, parents, or coworkers—these all have impacts on how the world will be a generation hence.
Consuming is one of the most selective forces in determining which memes will survive, repro-
duce, and be transmitted into the future.
It has been in the interest of a capitalist economy to try exempting consumption from close
analysis. In a free-market economy, citizens should be allowed, encouraged, or even required
to consume. I remember driving home across the United States the day after the September
11 attacks, listening to the radio, as one politician after another exhorted listeners to go out
and buy that car or refrigerator they had been contemplating, so our enemies would know
that America was unf linching in its values and goals. The resolve to consume was framed as a
sign of heroic vitality. Alas, our enemies were probably rejoicing upon hearing such messages.
Who would fear a nation whose response to attack is, “Go forth and buy a refrigerator”? How
do you explain to the rest of the world that in our society, you get f lagged as a bad finan-
cial risk if you use your credit cards sparingly and do not go into debt? What recourse does
the person in the street have when our eminent economists calculate societal well-being by
lumping production vital to human welfare with the manufacture of land mines, toxic waste,
tobacco, and other “goods” that will make our lives, and those of our descendants, increas-
ingly miserable?
Given the biases resulting from a mindless worship of the invisible hand over a laissez-faire mar-
ket, the responsibility for finding ways to understand the benefits and pitfalls of consuming falls on
the shoulders of independent scholars. It is a serious task, one that would not be exaggerated to call
a life-or-death quest, on par with cancer or climate research. The task, in short, is to make clearer
how consumer behavior can help or impair human and planetary evolution.
All of us should cast a grateful optimism toward the scholars in the field of consumer research
who have taken up this responsibility with the formation of a transformative agenda, by examin-
ing more closely how consumer behavior impacts personal and collective well-being. I take trans-
formative in this context to mean that consumer behavior can be directed either by past habits
and genetic instructions that might well destroy life on earth or by a vision based on knowledge
that will transform human life on the planet from a self-inflicting disease into a self-enhancing
growth. In other words, these researchers have chosen the task of helping consumer behavior
become a selective factor in shaping the future that we can proudly leave as a heritage to our chil-
dren and theirs.
The current volume is a significant stride in that direction. After the four opening chapters,
which frame the conceptual approach of the book, the chapters that follow deal with some of
the momentous issues that are involved in this difficult transformative task. They range from
the socioeconomical context of consuming, the evolution of new technologies, the influence of
materialism on the environment, and the effects of consumption on health (e.g., obesity, sub-
stance addictions) to considerations of debt versus saving and the neuroscience of consumption.
The volume then closes with a series of upbeat chapters on topics such as sharing, resilience, and
practical wisdom.
 FOREWORD xiii

It is on these last themes that I would like to expand. As a psychologist, I have come to believe
that one of the main forces in cultural evolution is the selective effect of human choice driven by
enchantment and other positive experiences. In other words, we choose to support those things,
persons, or procedures that we think will provide us with the greatest return—not necessarily in
any material sense, but in terms of the quality of experience they may afford. The early mechani-
cally powered technologies, like the waterwheels invented over 2 millennia ago in the Near East to
turn millstones that ground grain, were greeted by poets as wonderful devices, making the lives
of women easier and freer. That technology, like many more coming on its heels, spread rapidly,
because it was a harbinger of a happier life—one in which women did not have to wake up before
dawn to turn wheat into flour by grinding kernels between stones for hours so the family could
have breakfast.
At Bell Labs, where the first transistor was developed by John Bardeen and his colleagues, the
new discovery was treated as an interesting but ineffectual piece of technology. Its rights were sub-
sequently sold for nearly nothing to Sony, where Masao Ibuka realized the transistor’s potential for
making radios small enough for people to carry around. He bet insightfully on the expectation that
millions of people might appreciate listening to music as they walked among impersonal and noisy
metropolitan crowds, and he was not disappointed. Consider, too, that cars were used at first for
long-distance rallies, not useful, personal transportation. Additionally, the success of computers
was due at least as much to their primitive electronic games as to their potential for helping people
communicate with each other or balance their household budget.
The lesson I draw from these reflections is that if we wish to change consumer behavior in line
with a positive evolutionary trend, then we need to find ways to provide alternatives to consump-
tion that are as rewarding as consumption often promises to be. We know now that accumulat-
ing material goods, including money, is not a very powerful enhancer of the quality of life (e.g.,
Csikszentmihalyi, 1999; Kasser, 2003; Sheldon & McGregor, 2000), but perception is what counts.
Emerging from a past of scarcity, people have come to equate happiness with possessions and the
ability to get more. At the same time, contemporary societies have lost much of their abilities to
design or find rewards in nonmaterial things. The transistor was a remarkable invention, but it also
facilitated some arguably cheerless outcomes. Many Andean shepherds, for instance, put away their
panpipes and quenas (flutes) in favor of Walkman radios. Slowly, the belief has spread that only the
consumption of things, especially new things, can make a life worth living.
So, the challenge I see as the most pressing is to find forms of activity that are as interesting,
exciting, and attractive as those we can buy at the store and then passively consume. Or at least, the
challenge is to think of making commodities for the market that not only offer a temporary buzz or
relaxation but also are in line with consciously selected, scientifically justified evolutionary goals.
The present volume should serve as the first map for this transformative, evolutionary journey.

REFERENCES
Arendt, H. (1958). The human condition. Chicago: University of Chicago Press.
Csikszentmihalyi, M. (1999). If we are so rich, why aren’t we happy? American Psychologist, 54, 821–827.
Dawkins, R. (1976). The selfish gene. New York: Oxford University Press.
Kasser, T. (2003). The high price of materialism. Boston: MIT Press.
Sheldon, K. M., & McGregor, H. (2000). Extrinsic value orientation and the tragedy of the commons. Journal of
Personality, 68, 383–411.

Mihaly Csikszentmihalyi
Claremont Graduate University
 Preface

The academic field of consumer research has evolved over the years into a radiant yet deficient
prism. Its multihued insights have long served executives in making their organizations and busi-
nesses more competitive and more profitable. It has also frequently served scholars themselves
in seeking breakthroughs on theories of marketing, buying, and consuming. Occasionally, it has
also served policy makers in protecting the populace from deceits and hazards in the marketplace.
However, scarcely has it directly served the well-being of consumers, families, communities, and
their environments.
There are many reasons for these trends. Some have to do with the nature of capitalism and the
needs of corporations, as well as the lucrative consulting opportunities therein. Some reasons have
to do with the norms and standards of academic settings with respect to the familiar pressures of
“publish or perish,” which are attended by objectives among the most prestigious journals to accept
only the more conceptually abstract and empirically sophisticated work. These sorts of reasons,
and many others, have combined to tamp down the fortitude of those consumer scholars who oth-
erwise wish they could turn their talents to doing research that might make a more direct, if not
bigger, positive impact on the quality of everyday life.
Nonetheless, changes are occurring that demand and facilitate a renaissance of consumer
research that focuses intently on well-being. The influence of consumption on the global natural
environment is perhaps foremost. Severe economic imbalances are another, leading to political and
social tensions that are threatening peace and security. Mounting household debt and addictions to
various consumer products and activities are also experienced by millions of people. Additionally,
handheld computers and the Internet now provide an unfathomable array of information and
interaction venues for consumers to ply their needs and desires.
Aside from ecological, socioeconomic, and technological developments, the academic field of
consumer research has matured to the point where new scholars are training to be more capable
than their predecessors at mitigating the debatable trade-off between the relevance of their work
and the rigor of their research designs. New journals have also appeared, and established ones
are expanding their objectives and scopes, to encourage a wider range of ideas and findings that
could enhance quality of life for all beings affected by the escalation of worldwide consumption
practices.
Following along these parallel paths, the present book is the first of its kind to rise out of a broad
movement called Transformative Consumer Research (TCR). As we discuss in the opening chap-
ter, TCR has emerged from the coalescing of international experts in consumer behavior who are
dedicated to understanding and improving well-being and join together professionally through
the Association for Consumer Research (see Chapter 1 in this volume for more details on TCR and
the Association). Our goals in developing this book were to fortify the mission and foundations of
TCR and display and amplify its value for the present and the future. Thus, we set out to recruit

xv
xvi PREFACE

authorities in consumer behavior to write chapters that overview many of the urgent contemporary
issues of well-being, including the state of current knowledge and trends about those issues. We
also exhorted these authorities to reach for new insights and recommendations that are both stir-
ring and practicable for researchers as well as consumers and their guardians.
Part I, “Declaring and Projecting Transformative Consumer Research,” begins the book by laying
out TCR’s historical fundamentals, some themes and ambitions for its future, and advice on how to
optimize its overall success. Part II, “Economic and Social Issues,” focuses on the challenges and best
practices of doing TCR in developing economies and subsistence markets, and in more advanced
commercial contexts, where poverty, discrimination, and injustice are still too commonplace. Part
III, “Technological Edges,” addresses a series of questions about well-being related to accessibility,
social capital, online communities, and virtual lives surrounding the Internet. Materialism and the
environment serve as the motif for Part IV, “Materialism and the Environment.” These chapters
place a heavy emphasis on the centrality of human values in matters of well-being as pertaining to
acquiring, consuming, and disposing, while also expounding on the meanings and requirements
for contentment and survival through sustainable consumption behaviors.
Health and consumer finances make up Part V, “Enhancing Health,” and Part VI, “Consumer
Finances,” offering chapters covering key subdomains of those large topic areas. The discussions
range from childhood obesity, nutritional labeling, tobacco, alcohol, and sexually transmitted dis-
eases to financial planning, retirement saving, and the abuse of credit cards. Part VII, “Other Risky
Behaviors and At-Risk Consumers,” a general category section on additional risky consumption
and at-risk consumers, follows. Compulsive buying, gambling, pornography, visually impaired
consumers, and elderly consumers are among the subjects focused on. Part VIII, “Family Matters,”
concentrates on two essential family-level topics in well-being, namely parenting young consumers
and creating family time in consumption activities. The book concludes with Part IX, “Enriching
Behaviors and Virtues,” which brings together chapters on sharing, resiliency, and the prospects of
practical consumer wisdom.
Naturally, given the breadth of consumer behaviors in daily life across varied regions and nations
of the world, it was not possible to cover every topic of importance in this inaugural volume on
TCR. The Epilogue by Lehmann and Hill particularly helps identify several of the topical spaces
of consumption and well-being that the present book was unable to fi ll. Their discussion, and the
elaborations on future research that other authors undertake in their respective chapters, sketches
the blueprint for new and expanded content in subsequent volumes on TCR.
The intended audience for this first volume on TCR is primarily academic researchers, policy
makers, and executives who have strong interests in consumer behavior and well-being. We hope
the book serves as a plentiful resource of ideas and guidelines for relevant, innovative research, gov-
ernmental initiatives, and corporate social responsibility strategies. It may also serve as a textbook
for graduate courses in consumer behavior or marketing, policy making, and ethics. Consumers
could also readily find several chapters that convey immediate and useful suggestions on quality
of life.
It may seem incongruous that consumers are not the foremost audience for this initial volume
on TCR. However, as much as TCR is meant to focus intensively on the actualities of well-being in
consumers’ lives, for TCR to mature and have long-lasting positive influences, the academy of TCR
scholars requires syntheses of prior research and detailed priority setting in terms of the unsolved
challenges and new opportunities they face with respect to theories, methods, and topics pertinent
to well-being, and how to reach their audiences most effectively. We believe that this book begins
to meet those prerequisites.
On a sad note, during the development of the book, we lost to an abrupt death one of our most
renowned authors, Martin Fishbein. A highly influential social psychologist, he spent a large
 PREFACE xvii

portion of the last 30 years of his distinguished career working on health promotion, including
the public policy challenge of reducing sexually transmitted infections (for more details on his
contributions, see the “In Memoriam” essay by Cohen, Ajzen, & Albarracin, 2010). We appreciate
the efforts of his coauthor, Susan Middlestadt, to complete their chapter here.
Several people assisted us tremendously in bringing this book to culmination. First, we thank
the Board of Directors of the Association for Consumer Research for supporting the development
of TCR in many lasting ways. We also benefited from early discussions with our Association for
Consumer Research colleagues Mike Solomon and Curt Haugtvedt, both experienced book editors
who together helped us establish the right priorities and strategies for a smoother voyage toward
an appealing outcome. In addition, we offer our heartfelt gratitude to Anne Duff y and Robert Sims
of the Taylor & Francis Group as well as Matt Baker of Cadmus Communications, who supported
us in establishing the vision for the book, ensuring the style and quality of the chapters, and fash-
ioning the final manuscript into its handsome form. We also thank Mihaly Csikszentmihalyi for
preparing an incisive and receptive Foreword. Above all, we express our respectful appreciation to
all the authors of the chapters herein and the reviewers who commented on first drafts, all of whom
worked hard and expeditiously to complete their contributions on schedule. Last, we thank our
respective university homes that have provided us with the encouragement and resources to bring
to greater realization our commitment to TCR.

REFERENCE
Cohen, J., Ajzen, I., & Albarracin, D. (2010). In memoriam: Martin Fishbein. Journal of Consumer Research,
36(5), iii–iv.

David Glen Mick

Simone Pettigrew
Cornelia Pechmann
Julie L. Ozanne
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